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    XXXX is ‘summer beer you can drink all year’ in latest from Thinkerbell

    Thinkerbell and beverage company Lion have launched a mid-autumn campaign for XXXX Summer Bright Lager to remind consumers you can drink the brew during any season.

    The work is informed by the insight that, compared to other places in the world, the entire gamut of the Australian climate can still be loosely categorised as different shades of one season: summer.

    To support the OOH and digital campaign, XXXX has introduced the Summer Bright Ice Bucket Hat. Both an ice bucket hat and an ice bucket, when flipped upside down, it becomes fully functional, beer-cooling hardware.

    Punters will have the opportunity to win one of the functional fashion innovations through an Instagram competition in late April.

    XXXX is ‘summer beer you can drink all year’ in latest from Thinkerbell

    Lion’s head of marketing, core beer, Chris Allan, said launching a campaign for a summer beer in Australia “where summer never ends” was a great opportunity.

    “For Australians it’s summer and the good life all year round, and even if you’re not in Queensland you can taste what it feels like anytime with a XXXX Summer,” he said.

    Tom Wenborn, chief creative at Thinkerbell, added: “The Sunshine State doesn’t really have spring, autumn or that other one, it just feels like summer all year round. Maybe that’s why they end up creating their very own seasons.”

    Earlier this week, the creative agency launched a new social campaign featuring US rapper Latto for Menulog, Talking Snack with Latto, which taps into rising TikTok trends with a three-part video series.

    It also rolled out the first major work for private health fund Bupa, under its Healthcaring master brand platform, which was introduced in October last year.

    See also:
    Rapper Latto ‘Talks Snacks’ in Thinkerbell’s latest for Menulog
    Bupa launches first major work for ‘Healthcaring’ platform via Thinkerbell

    Client: Lion
    Creative agency: Thinkerbell
    Media agency: UM
    Digital agency: Affinity
    Film production: Finch
    Director: Arundati Thandur
    Stills production: Alex Wall

    The post XXXX is ‘summer beer you can drink all year’ in latest from Thinkerbell appeared first on Mediaweek.

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